A Clear Responsibility

We strive for a safer and more sustainable business environment to market and sell our products. We will achieve this by adhering to applicable laws, regulations and partnering with our competitors and others in responsibility campaigns and initiatives to reduce the harmful use of alcohol.

Drinking alcohol is a matter of personal choice, and most consumers choose to drink in moderation. Alcohol can cause harm, however, if it is misused. Encouraging responsible decision-making by legal drinking age consumers and discouraging inappropriate consumption of our products is, therefore, a key priority for Bacardi. It is the focus of our activity within the Marketplace pillar.

Our ambition is to be best in class in promoting responsible drinking and in ensuring we market our products in a responsible way. To this end, we aim to continue to uphold our excellent record of compliance with responsible marketing codes and to partner with other beverage alcohol producers, distributors and other third party organizations to build and promote effective responsible drinking initiatives.

In this section:

Strategy

We adhere to responsible marketing codes in our businesses regionally and globally. We believe self-regulation, as part of a legislative framework, is an effective way to manage the marketing communications that are essential to our commercial business. Our Global Marketing Principles – introduced in 2004 and revised in 2014 – and implementation guidelines form the basis of our corporate strategy for responsible marketing. For more information please visit Global Marketing Principles.

We support efforts and goals set by the World Health Organization and the United Nations to reduce alcohol-related harm. Bacardi supports the development of appropriate public-policy responses to alcohol misuse. We support the WHO’s Global Strategy to Reduce Harmful Use of Alcohol and the United Nation’s Target 3.5 of the newly enacted Sustainable Development Goals (SDGs) 2015-2030 which aims to “Strengthen the prevention and treatment of substance abuse, including narcotic drug abuse and harmful use of alcohol.” For more information please visit WHO Global strategy to reduce harmful use of alcohol.

We partner with competitors and other third-party organizations to create effective initiatives and programs aimed at reducing the harmful use of alcohol. Bacardi looks to combine our resources and efforts with other industry members to focus primarily on fighting underage drinking, drunk driving and educating consumers on making responsible alcohol choices. For more information please visit iard.org.

Bacardi was one of 12 signatories of the 2012 Producers' Commitments, made by the CEOs of the world's leading producers of beer, wine, and spirits, to contribute to the global target of reducing alcohol-related harm by 10% by 2025. The 2015 progress report shows the momentum gained over the last year by all companies. Check out the report and the steps the companies are taking to: reduce underage drinking, strengthen and expand marketing codes of practice, provide consumer information and responsible product innovation, reduce drinking and driving, and enlist the support of retailers to reduce harmful drinking.

Along with our competitors, we believe that working with other stakeholders, including governments and community organizations, to reduce alcohol-related harm benefits society and businesses alike.

BACARDI, the bat device and all other marks appearing on the Bacardi Group products shown and/or quoted in this website are trademarks and/or registered trademarks of Bacardi & Company Limited or of other subsidiaries of Bacardi Limited.